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New plans served up for MasterChef brand
posted on: 3/4/2012 09:49:42
BBC Haymarket Exhibitions, BBC Worldwide and production firm Shine 360° have announced plans for a new MasterChef theatre show.
The new venture will be based on the popular theatre shows which ran at the BBC Good Food Shows in 2010 and 2011.
MasterChef will continue to figure at the BBC Good Food Shows in April, June, October and November, as well as the rebranded BBC Good Food Show London (formerly MasterChef Live), which will run from 9 to 11 November at Olympia.
“We’re delighted MasterChef will continue to be a presence at our BBC Good Food Shows across the year,” said BBC Haymarket Exhibitions MD Laura Biggs.
“The return of the BBC Good Food Show to London means we can host not only MasterChef but will also introduce Saturday Kitchen and Great British Bake Off demonstrations, as well as having hundreds of exhibitors and our Wine Show all under one roof.
“We have enjoyed bringing MasterChef to life at Olympia over three years of MasterChef Live and we are excited about this new phase in its development as a live theatre show. “
Shine 360° UK commercial directorJohn Gilbert said MasterChef is one of the firm’s most successful brands.
“We have been delighted with how BBC Haymarket has brought the brand to life through our three years of MasterChef Live and the MasterChef Experience at the BBC Good Food Shows,” said Gilbert.
“At this stage we all happily agree this is the right moment to develop the MasterChef Live concept into something new. We are delighted we will carry on being a big part of the BBC Good Food Shows with the MasterChef Experience with our great partners BBC Haymarket.”
The Association of Event Organisers (AEO), Association of Event Venues (AEV) and the Event Supplier and Services Association (ESSA) have joined together to launch a three-year research study into the UK exhibitions and live events sector.